Here are some stats from NNA that may come in handy for your ad staff. Sorry not to be able to give you a URL on this, but the article I pulled them from is available only to subscribers.
- 41 percent of U.S. adults say newspapers are the medium they used most to check out ads. That’s more than radio, TV, Internet, magazines and catalogs combined.
- Even among those adults who did not read a paper last week, 36 percent — USED a newspaper. Of the non-readers, 19 percent checked sales and local stores, 15 percent clipped a coupon, 14 percent checked the weather, and 10 percent checked movie listings.
- 82 percent of U.S. adults used a preprinted insert in the last month. On average, adults keep inserts 3.8 days.
- 64 percent of U.S. adults prefer to receive coupons in newspapers. 22 percent prefer direct mail and 10 percent prefer the Internet.
- 60 percent of adults prefer to receive inserts in newspapers vs. 29 percent who prefer to get inserts in the mail.
- 80 percent of adults report looking at advertising while reading the paper.